Christian Muche built Dmexco into Europe's biggest digital marketing event, walked away, and then launched Possible in Miami Beach — after Martin Sorrell told him the world didn't need another marketing event. We talk about what it took to launch a new tentpole event during a pandemic, why he chose Miami , how the hosted buyer model brings marketers into the room, and why quality has replaced quantity as the currency of events. The Rebooting is a media partner of Possible this year. Hope to see you in Miami Beach from April 27-29. Chapters: 00:00 TRB at Possible - Miami Beach 00:55 Welcome 02:04 Launching DMEXCO 04:43 Trade Show Culture Shift 06:20 Going Global With DMEXCO 09:07 DMEXCO Booth Spectacle 10:45 Leaving DMEXCO 12:02 Why Possible Exists 12:40 Quality Over Quantity 15:42 Miami Beach Space 19:03 Inside Possible Experience 20:35 Hosted Buyer Model 22:25 Hosted Meetings Perks 23:32 Marketers as Gold Dust 24:56 CMO Lab Safe Space 26:37 Miami Venue Buyout 29:47 Quality Over Scale 32:34 Publishers Doing Events 38:39 Curated Hosting Philosophy 40:13 Festival Energy and Purpose 41:42 Proving Sponsor ROI 45:32 Too Many Copycats